eMarketing

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eMarketing

• Definition of Marketing Marketing is an
  organizational function and a set of processes
  for creating, communicating, and delivering value
  to customers and for managing customer
  relationships in ways that benefit the
  organization and its stakeholders.   

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Benefits

• Benefits to Consumers
• On their time
• Pertinent to their needs and wants
• Benefits to Businesses Wide
• Fewer stops
• Efficient use of resources
• Flexibility
• Change focus
• Experiment with messages
• Access to Global Markets

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Benefits

• Creditability
• Everyone else is doing it
• Money was spent
• Two-Way communication (real-time)
• Messages can be targeted
• Message can be responded to
• Research
• Return on Investment (ROI)
• Real-time tracking

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eMarketing Services
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Integration of online and conventional marketing

• There needs to be ONE message going out on all
  facets of marketing
• There needs to be ONE look across all
  communication
• Convention marketing should direct to on-line
  marketing resources
• On-line marketing should point to ways to see
  and receive conventional collateral

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Integration of online and conventional marketing
launch early this year will be supported by an
18 million year-long marketing campaign. The
company decided to kick off its campaign using
non-traditional viral marketing channels,
launching the zero movement on the streets via a
series of posters, coasters and chalk drawings
and a website the goal was to tease the
market and create some buzz among the web-savvy
"neos" in the twenty something age-bracket, the
blogging community has issued its own verdict.
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Metrics
I try to launch marketing campaigns only after I
have the tools in place to measure the results.
After all, what's the point of spending the money
unless you can determine how well it performed?

• How many sold year over year
• Attitude towards product or company
• Percentage in the market place
• How often and last Purchase
• Customer Loyalty and Advocacy

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Metrics
Define clear measurable market impact goals.
Estimate the expected and desired market impact
of each activity (some activities may have more
than one type of market impact). Prioritize
your budget based on estimated results and cost
per market impact. Diligently measure whatever
you can. Direct all traffic to your website and
use separate landing pages and tracking codes for
each activity and source of market impact.
Estimate whatever you cannot measure directly
imperfect measurements are still better than no
measurement at all.
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Branding
focus on creating a comfortable, intuitive,
consistent and trustworthy experience from start
to finish.
Maintain brand standards whenever possible.
Invest in the creation of a branding style guide
for your company that translates to your online
presence. Use CSS (Style Sheets) to create
consistency and to ease updating. Use clear and
consistent labeling from the top-level pages down
through the lower-level pages of the site.
Chunk similar information together on
individual pages and create a consistent manner
of representing content on pages. Content
should be consistently written and presented
throughout the site and in marketing and
advertising materials.
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Branding
Strong branding is achieved by a consistency in
your marketing tools of which the following are
examplesWeb site, Business name, Names of
products or services, Company slogan, Company
logo, Style and quality of your business
stationery including brochures, business cards,
letterheads, flyers, folders, Product packaging.
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Branding
Value of a brand

• COCA-COLA    67B
• MICROSOFT  56B 
• IBM  56B
• GE  48B
• INTEL  32B
• NOKIA 30B
• TOYOTA 28B
• DISNEY  27B
• MCDONALD'S  26B
• MARLBORO  24B
• MERCEDES  21B
• As of 2006
• http//bwnt.businessweek.com/brand/2006/index.asp

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Competitive Analysis
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Search Engine Optimization (SEO)
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Paid inclusion / Directories
A web directory is not a search engine, and does
not display lists of web pages based on keywords,
instead it lists web sites by category and
subcategory. REdmoz Best of the Web
Directory JoeAnt Open Directory Project / Google
Directory. Starting Point Directory Yahoo!
Directory
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Paid inclusion / Directories
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B2B / Partnerships
The Gartner Group estimates B2B revenue
worldwide to be 8.69 trillion dollars by
2005. B2B exceeds that of e-tailing by 10 to 1
Company Web sites - Company sites can be thought
of as round-the-clock mini-trade exhibits.
Sometimes a company Web site serves as the
entrance to an exclusive extranet available only
to customers or registered site users. Some
company Web sites sell directly from the site,
effectively e-tailing to other businesses.
Product supply and procurement exchanges -
where a company purchasing agent can shop for
supplies from vendors, request proposals, and, in
some cases, bid to make a purchase at a desired
price. Brokering sites that act as an
intermediary between someone wanting a product or
service and potential providers. Equipment
leasing is an example.
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Globalization
Hundreds of millions of people around the world
cross national borders without a second
thoughtThis borderless community of Internet
users comprises a virtual Eighth Continent -
Donald A DePalma, Business Without Borders The
amount of English content on the web is dropping
year by year from 87 per cent in 2000 to 57 per
cent in 2006 and it is predicted that Chinese
will become the dominant language on the web.
Most people are more likely to stay on a
website, make a purchase, and generally think
more positively about an organization if the site
is in their own language.
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Messaging / Tag Lines
it's an effective way to attract attention,
deliver a powerful statement and create sharp
market distinction. For your consumers, the
business slogan is the trigger to recall the
brand or company name.
Don't leave home without it. Reach out and
touch someone. Takes a licking and keeps on
ticking. Where's the beef? The breakfast of
champions. You deserve a break today. It's
the real thing.
Fly the friendly skies. Good to the last drop.
Have it your way. Just do it. The king of
beers. We try harder. Snap! Crackle! Pop!"
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Pay-Per-Click (PPC) marketing
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Content Services / Management
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Syndication
For the receiving site, content syndication is an
effective way of adding greater depth and
immediacy of information to its pages, making it
more attractive to users. For the transmitting
site, syndication drives exposure across numerous
online platforms.
Deliver accurate, timely and personalized
information to customers. Distribute
customer-facing information through self-service
publishing Share up-to-date training and
marketing materials outside the business.
Collaborate with extended channel on client
projects, marketing campaign initiatives, lead
generation strategies
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eMarketing Products
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Banner Advertisements
The web banner market is particularly attractive
to advertisers, as they can gauge their response
better than for other forms of advertising
mediums and also see near instant results.
Impressions How many people saw the banner
ad Click-Thru How many people clicked the banner
ad Some kinds of Banners Pop-up Ad Opens
above the page in a DIV or new Browser Hover Ad
Opens or expands when user mouses over Live Ad
Content changes from a feed
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Banner Advertisements
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Press Releases
"After being picked-up by over 1,190 PRWeb
subscribers, and ending up on ETRADE radio as a
result, we're more than happy with the value
proposition you folks have put together. Where
else can you put out a measly 200 and be seen by
such high-quality players? That's worth more than
GOLD to those of us in the stock trading
business." Gary Crandall, CEO
"We have achieved as many as 106,000 page views
as the result of a single press release
distributed on your service. For our money,
nothing beats the distribution and
re-distribution that PRWeb creates through your
quality partners. We consider you an essential
partner in any product marketing campaign."
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Press Releases
Press Release Reasons Launch of company or new
product / service User or Revenue
milestones New contract or affiliation Redesign
or relaunch of site or service Employee or
organization changes
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e-newsletter
http//search.constantcontact.com/email-marketing-
success/index.jsp
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Landing Pages
A landing page is the page visitors arrive at
after clicking on your promotional creative. Your
landing page has to convince the visitor to stay
and (depending on your goal) Fill out a form
(but people hate filling out forms) Provide
personal details (but people hate getting
spammed) Buy something (but people hate being
scammed) Read a lot of information (but people
really hate reading)
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Landing Pages
Define Your Conversion Before you start to
design your landing page, define that pages
conversion activity. Do a Little Research Do
not construct the page for general public. Be
specific. Eliminate unneeded Elements Strip
any unneeded elements from the page. This is not
your home page. Match the Creative The
landing page and creative should match. Stay
Focused Avoid the urge to promote or link to
other areas of your site. The point of the
landing page is to prevent your visitor from
wandering. Important Elements Above the Fold
Place enough content above the fold to allow
your visitor to make a decision about continuing
on the site. Including Convert Now!
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Personalized URL (PURLS)
Sense of ownership in the content and the
company Very targeted marketing avenue Greeted
with a welcome message and content they
selected Unique URL that can be shared and
maintained by the user Precompleted forms for
efficient use of the users time PURLs let
you generate new leads and boost campaign ROI
through a stronger, personal connection with your
potential customers.
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Blogs
27 percent of adults who go online in the United
States read blogs. 40,000 new blogs appear each
day. 28 of journalists now rely on blogs for
reporting and research.
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Blogs
Go ahead and bellyache about blogs. But you
cannot afford to close your eyes to them, because
they're simply the most explosive outbreak in the
information world since the Internet itself. And
they're going to shake up just about every
business -- including yours. Business Week
Can be a strong source of PR. Blogs are
considered grassroot activities and the content
is taken as opinion. Can be a focus of an
anti-campaign where your company or site is
bad-mouthed. Some companies, start blogs to build
loyalty and address people's comments and
concerns. Developing relationships with the top
10 or so influential bloggers in their area is
key.
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Blogs
What does Blogging Provide to Small
Business? Blog software is easy to use. Simply
write your thoughts, link to resources, and
publish to your blog, all at the push of a few
buttons. Blog software companies such as,
Movable Type, Blogger.com and Typepad all offer
easy blogging tools to get started. Blogging is
a low-cost alternative to having a web presence.
For small business owners without the time to
learn web html or the money to hire a
designer/developer, blogging offers an
inexpensive method to get your company's name out
on the Internet. Updating the weblog is a much
quicker process than contacting a web designer
with changes or doing the coding and uploading
yourself. Business blogs provide your small
business with a chance to share your expertise
and knowledge
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Newsgroup
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Surveys / Polls
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Forums / Message Boards
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Affiliate Programs
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Affiliate Programs
AD - Advertisement, text, banner, flash, video
etc. CJ - Commission Junction (Network) CPA -
Cost per action CPC - Cost per click CPL - Cost
per lead CPM - Cost per mil (mil/mille/M
latin/Roman numeral for thousand) CPS - Cost per
sale CR - Conversion rate CTR - Click through
rate DRM - Dynamic rich media (type of Ad,
technology). EPC - Earnings per click / earnings
per 100 clicks LS - Linkshare (Network) OPM -
(or APM) - outsourced (affiliate) program
management OSC - On site conversions. PFI - Pay
for inclusion PID - Publisher ID
(Affiliate/Affiliate site ID)
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Affiliate Programs
PF - Performics (Network) PFP - Pay For
performance PPA - Pay per action PPC - Pay per
click PPCSE - Pay per click search engine PPI -
Pay per impression PPL - Pay per lead PPS - Pay
per sale ROI - Return on investment SAS -
ShareASale (Network) SE - Search engines SEM -
Search engine marketing SEO - Search engine
optimization SERP - Search engine result page
SID - URL parameter the affiliate can pass to
get tracked
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Viral Campaigns
In the region of 89 of North Americans willingly
share humourous content with each other on a
frequent basis, according to the results of a
recent U.S. survey of adult Internet users.
E-mails are usually shared with more than one
person, with some 75 of respondents forwarding
content to up to six other recipients
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Help / FAQ
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Chat
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Live Help / Click to Talk
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Alerts
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Smart Pages
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Art / Photos / Design
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Demos
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On-line Presentations / CDs
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Catalogs
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Contests / Coupons
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On-line Seminars
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50 Tips from the AMA

• Banner ads
• Sponsorships
• Interstitial ads
• eNewsletter ads
• Online events
• E-mail newsletters
• Participation in users groups and listserv
• Join affiliate programs
• Conduct research to better understand your market
  
• Leverage traditional offline marketing strategies
  
• Develop internal communication processes
• Develop an integrated marketing plan
• Include your URL in all corporate materials and
  product literature
• Establish goals and success metrics
• Develop partnerships
• Navigate your entire site as though you were a
  first time visitor

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50 Tips from the AMA

• Corporate information including speeches and
  white papers
• Public Relations press page
• Review your Web site navigation and usability
• Viral toys and postcards
• Ensure that your content is fresh and adds value
• Develop a process to ensure out dated information
  is deleted
• Link to appropriate sites
• Loyalty programs
• Online community
• Search engine placement review monthly
• Meta tags and key words
• Security policy posted on site
• Privacy policy posted on site
• Develop an opt-in list
• E-mail link to customer service department
• Incorporate personalization and customization
  functionality
• Develop a CRM

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50 Tips from the AMA

• Develop response standards to e-mail inquiries
• Online chat connected to customer service
  department
• Consistency of the brand is reflected on the site
  
• Collect visitor information
• Analyze your sites log trends
• Include e-commerce capability
• Register the common misspelling of your URL
• Encourage employees to add your corporate URL to
  their e-mail signatures
• Ask visitors to bookmark your site
• Include a search engine function
• Add a FAQ (frequently asked question) section
• Include a site map
• Ensure that shopping carts, order forms function
  properly
• Periodically check all links
• Periodically check the upload page time
• Build your site to accommodate your customers
  logon technology
• Remember you are now a global company

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White Papers / Case Studies
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eMarketing eMail

• Auto-responders
• Opt-in emails
• eMail signature ads
• Mass Mailings
• HTML/Text eMails
• Database Integration
• Scrubbing